Edition #6: What's The Point Viewsletter

Welcome to Edition #6 of What’s the point? - the July 2024 Viewsletter with a collection of ideas, insights and interviews on customer loyalty and loyalty programs to help lift your loyalty strategies and programs out of the snow of whiteness.

They have been collated from our interview series with Loyalty Leaders, the ongoing For Love or Money? customer loyalty and loyalty program research and our experience in designing and deploying customer loyalty and loyalty programs since 2007.

Emotional loyalty. Myth or reality?

Emotional loyalty is a deeper feeling of positive connection with a brand over the longer term.

It’s about feeling, not thinking. More about the heart than the head.

It's feelings, not facts. It’s stories, not stats.

It’s about moments, one-off and ongoing, that create memories.

There is much talk about brands connecting with consumers on a more authentic and emotional level rather than purely transactional.

Is emotional loyalty a myth or a reality?

What fosters a feeling of emotional loyalty to a brand? For the first time in the ongoing series of For Love or Money? research studies, 12 moments, one-off and ongoing, where a brand can nurture a feeling of emotional loyalty have been researched.

While the list is not exhaustive, the research reveals which of these contribute to consumers feeling emotionally loyal to a brand.

You can access the consumers' point of view in the full report of For Love or Money? available here https://lnkd.in/gaUxbkkC

Nicola Shawyer – A Loyalty Insights Leader motivated by the value of data to benefit the business and the customer

This is the 32nd interview in the series on Loyalty Leaders that I continue to have the pleasure and privilege of doing.

This one is a little different and is good (great) different!

The Loyalty Leader in this interview is an Insights Leader, rather than the leader of a loyalty program.

And wow! This one is packed with (dare I say it) insights!

Nicola Shawyer is a Loyalty Insights Leader with extensive experience and expertise in leveraging the value of data and research to benefit the business and the customer.

Her extensive career (20+ years) spans industries with diverse data, insights and research requirements, where her seeds of data passion were planted at university, bloomed at Dunnhumby and then grew at Torque Data (acquired by Virgin Australia in 2015 ).

It is now blossoming at the COTTON:ON Group in the depths of a large and valuable COTTON:ON & CO. Perks loyalty program.

(The ‘flowering’ analogy is a little cliched however provides a picture of how the seeds of data can extend into a grounded strategy of business and customer value!)?

Enjoy!

Read the interview here: https://tinyurl.com/4cvxubfr

Carolyn Pierre – A Loyalty Leader motivating a clear and simple strategy to achieve ongoing success for Club Jetstar

This is interview #31 in the series on Loyalty Leaders that I have had the pleasure and privilege of doing.

And this interview, for me, was refreshing.

Carolyn Pierre has a focused and direct approach to ensuring Club Jetstar is a successful membership program.

There is no fluffing about in this interview which is reflective of Carolyn’s leadership style (so I can gather).

Her dedication to the membership program is based on a single-minded focus on simplicity and the customer value proposition.

And when it comes to loyalty to her employer (Jetstar Airways) she has been with them for 20 years … that’s impressive!

Enjoy!

Read the interview here: https://tinyurl.com/4kb5bkr3

The Professor & The Practitioner

The Professor & The Practitioner is back ... a vlogcast mini-series where we discuss and debate the myths and realities of customer loyalty and loyalty programs from a Professor and a Practitioner’s point of view.

This episode with Professor Steve Worthington is a discussion and debate on cash, digital payments and surcharges and the impact on customer loyalty and loyalty programs.

While there is so much to cover on this topic, Steve shares his views on:

- the turbocharging of digital wallets

- Westpac's new pay-with-points offering

- Surcharging on payments and do they actually impact loyalty

- And then Steve's deep expertise on the 'cash economy' comes to light with his views on cash (access and use), the consciousness of cash and does cash crash? (watch out for the $100 note)

Watch/ Listen here: https://lnkd.in/gMXjVUfc

For more ideas, insights and interviews on customer loyalty and loyalty programs please pop into The Point of Loyalty

Have a happy loyalty day!